Growing Demand for Non-GMO Project Verification Foods Driven by Health & Environmental Concerns
A recent EcoFocus survey of 4,000 Americans aged 18-65 reveals that 54% of grocery shoppers are extremely or very concerned about the safety of genetically modified foods, reflecting a 6-point increase since 2010.
The survey further finds that 86% of shoppers say environmental reasons play a role in their purchasing decisions at least sometimes. Among these environmentally motivated purchasers, 55% say they have changed their buying habits to avoid GMO ingredients in foods and beverages.
Label recognition is also a key factor. Among the 57% of grocery shoppers who are aware of the Non-GMO Project Verified label, 60% say it is extremely or very influential in their purchasing decisions, and another 26% say it is somewhat influential. Together, that means 86% of those aware of the label feel it influences their decisions to some degree.
Finally, the data shows that 55% of all grocery shoppers regard the Non-GMO Project Verified label as “extremely” or “very” important when shopping for foods and beverages.
What the Data Means
These findings paint a clear picture: concern about GMO safety is rising, environmental values are strongly influencing purchasing behavior, and labels like Non-GMO Project Verified are doing more than just giving “good talk” — they are affecting choices in a measurable way.
For companies, this means that transparency, certification, and alignment with health/environmental values are not optional extras; they are rapidly becoming core expectations. Brands that use clear, trusted labeling and cater to environmentally-conscious consumers are likely to see a competitive advantage.